Sales Process and AccountJourney®

Hans-Peter Neeb ()
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Hans-Peter Neeb: AccountJourney®

Chapter Chapter 2 in Account Management Strategies in B2B Sales, 2023, pp 7-81 from Springer

Abstract: Abstract The AccountJourney® starts with the essential question of which customers to focus on in sales. The account selection approach systematically determines the potential of each customer and thus finds the focus in a comprehensible way. The decisive step in the AccountJourney® is then the strategy comparison, which culminates in the StrategyOverlap®. It is the key to the insight of how our offer can support the customer’s goals. From this we develop the core messages to give the customer this understanding in his language. Another important aspect is the concept of customer value. It is the reason why the customer makes the investment with us. The customer defines the value, and this value differs from features and benefits of the offer. Now both the company and the contact persons at the customer play a decisive role. That is why we devote ourselves intensively to valuable tools of stakeholder analysis in this chapter. We finally translate all these insights into practical relationship strategies and activity plans.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-40450-5_2

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DOI: 10.1007/978-3-658-40450-5_2

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